Moda mimética, desviante e criativa : em busca da secundidade perdida
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2020-01
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UNR Editora
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Descripción
Este artigo apresenta a reflexão decorrente de pesquisas teóricas e de duas pesquisas
empíricas realizadas sobre o consumo de moda, que tiveram como desafio entender esse
consumo a partir das práticas cotidianas do consumidor. Nosso objetivo neste texto é
apresentar uma categorização dos rituais envolvidos no processo de consumo de moda,
especificamente o uso, procurando dar conta das suas dinâmicas condicionantes da
secundidade. Existem estudos que dão conta de um entendimento da moda como código.
Outros privilegiam seu caráter simbólico. Buscamos aqui o entrelaçamento da moda com
as ritualísticas de consumo que lhe conferem sentido. Valemo-nos, para tanto, de um corpo
teórico amplo, que agrega à semiótica conhecimentos da antropologia, da sociologia e da
filosofia, sempre tendo como ponto aglutinador uma concepção de moda que se paute no
seu caráter sígnico.
This article presents the reflection resulting from several theoretical researches and two empirical researches carried out about the consumption of fashion, which faced the challenge of understanding this consumption from the point of view of the consumer. Our objective in this text is to present a categorization of the rituals involved in the fashion consumption process, specifically the use, trying to approach its dynamic condition of the secondness. There are studies that show an understanding of fashion as a code. Others privilege its symbolic character. We seek here to relate fashion with the consumption rituals that produce meaning. We use, therefore, a broad theoretical body, which adds to semiotics theory knowledge of anthropology, sociology and philosophy, always bearing in mind a conception of fashion based on its semiotic character.
This article presents the reflection resulting from several theoretical researches and two empirical researches carried out about the consumption of fashion, which faced the challenge of understanding this consumption from the point of view of the consumer. Our objective in this text is to present a categorization of the rituals involved in the fashion consumption process, specifically the use, trying to approach its dynamic condition of the secondness. There are studies that show an understanding of fashion as a code. Others privilege its symbolic character. We seek here to relate fashion with the consumption rituals that produce meaning. We use, therefore, a broad theoretical body, which adds to semiotics theory knowledge of anthropology, sociology and philosophy, always bearing in mind a conception of fashion based on its semiotic character.
Palabras clave
Moda, Semiótica, Consumo, Fashion, Semiotics, Consumption